Nestle marks 100th year celebrations with health push, names Malaysia MD

The initiative is a part of Nestle’s Global efforts in the health and wellness segment. Over the past couple of years, the company has been broadening its offerings in the space.

At the '‘Nestle breakfast hunt’ event, said to be the largest treasure hunt in the country, Nestle will introduce its new health variants under the Maggi, Milo and Nescafe brands. The FMCG giant intends to provide free breakfast samples to nearly 5000 people on the day.

According to a December 2011 report from market research firm Euromonitor, food companies in Malaysia are strengthening their competitive edge through the introduction of health products.

“This is largely due to the demand patters of Malaysian consumers, many of whom are becoming increasingly health conscious,” the report said.

It added consumers are showing a keen interest in reading the nutritional information on labels. As a result, companies have been forced to tweak their offerings.

Meanwhile, Nestle Malaysia will also see a management reshuffle. Alois Hofbauer will replace Peter Vogt as managing director on 1 February 2013.

Hofbauer previously headed the company’s operations in Sri Lanka. Vogt will take on a new role within the organisation.